What Gets Measured What Comes After Martech?
Jun 16, 2026
Scott Brinker, the “Godfather of Martech,” is a leading analyst, advisor, author, and creator of the marketing technology landscape. He explores AI’s messy transformation of marketing, from production and context bottlenecks to organizational culture and data maturity. They also discuss blending rules with AI, breaking sales and marketing silos, agentic commerce, and building intuition through hands-on experimentation.
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Marketing Is Stuck In An AI Chrysalis
- AI is not merely improving marketing’s existing machinery; it is creating an uncertain intermediate operating model.
- Brinker compares this messy transition to a chrysalis that resembles neither the caterpillar nor the eventual butterfly.
AI Replaces Production Bottlenecks With Context
- AI removes production limits, but the resulting content explosion makes relevance and timing the new constraints.
- Without matching content to the right person and moment, greater output can increase ambient noise rather than improve marketing.
AI Needs Connected Data To Understand Context
- AI can synthesize structured data, conversations, emails, and other unstructured sources to discover and apply context.
- That promise depends on accessible, connected data, which remains an unresolved organizational challenge for most companies.